- How to choose appropriate signifiers in luxury packaging ?
As we known, high class product need a luxury packaging to fit with its price.
The choice of colour and imagery are the most important signifier for luxury packaging. Therefore, before we start to design luxury packaging, we need to collect visual reference, and analyse them.
In this stage, we can more understand what colour and imagery will be related to luxury.
After analysing luxury packaging, I have summed up some luxury signifier to apply in designing luxury packaging.
Luxury signifiers (take colour and imagery as example)
- Colour
At first, the choice of colour is quite important, because colour can communicate specific meaning. For luxury, we have to choose some colour which can convey high class and value messages effectively.
These colour, black, golden, silver, white, can symbolise classic and high quality.
Take mooncake packaging as an example, the left packaging is more luxury than the other one because of the choice of golden colour.
- Imagery
Curve and streamline patterns can communicate sophisticated and luxurious.
Colour will be the first impression for consumer to decide the product position, for example, if the product belong with luxury category, colour will be more like to choose black, white, and golden.
Another important element in terms of packaging design is imagery, an appropriate imagery enhances consumer interest and makes a strong visual impression. Images can create visual excitement and become what the consumer visually identifies with the product. ( Marianne & Sandra , 2006)
In order to communicate with consumer the product messages, designers have to be familiar with the choice of signifiers.
